How #MeToo and Other Social Movements Sway Consumers
In the digital age, social movements increasingly transcend national and cultural borders. #MeToo, for one, remains a global phenomenon seven years since it burst into the public consciousness. It has increased awareness of sexual offences and challenged traditional gender roles and stereotypes around the world. It may also have had an unexpected impact on firms. We conducted a study, now published in Management Science, that uncovered how #MeToo changed demand for identity-signalling products in 32…

